REGULATION & SUSTAINABILITY Here's the thing: Europe's new packaging rules aren't coming — they're here. The PPWR (Regulation (EU) 2025/40) started applying across all 27 EU member states on August 12, 2026, and it quietly rewrote the brief for every brand selling into Europe. If that's you — or the you of next year — consider this your friendly heads-up, because the brands that win under these rules are the ones designing for them right now. Here's what matters, and what to
